JD.com to hire 100k riders to compete with Meituan

JD.com plans to recruit 100,000 full-time delivery riders within the next three months to enhance its position in China’s food delivery market.

This initiative aims to compete with Meituan, which currently holds a significant market share.

The Beijing-based company said that the recruitment is a response to Meituan’s actions that hinder riders from accepting JD delivery orders.

To assist affected riders, JD.com will ensure sufficient orders to help maintain their income and provide job opportunities for their partners.

🔗 Source: Bloomberg

🧠 Food for thought

1️⃣ China’s food delivery market represents a massive economic battleground

The scale of China’s food delivery industry explains why JD is making such an aggressive move with 100,000 new riders.

The market was valued at $81.9 billion in 2024 and is projected to reach $197.9 billion by 2033, growing at a CAGR of 9.79%1.

With 545 million people ordering food online and 56,000 orders being delivered every minute across more than 2,000 counties, the economic opportunity is immense2.

This market has been dominated by two giants, Meituan and Ele.me, who together control nearly 98% of the delivery market3, creating a challenging environment for new entrants.

ByteDance’s failed attempt to challenge Meituan in 2023 demonstrates the difficulty of breaking into this space, highlighting why JD’s move represents a significant strategic bet[original article].

2️⃣ The battle for delivery riders reflects deeper labor challenges

JD’s announcement about adding 100,000 riders and guaranteeing income speaks to the intense competition for delivery talent in a workforce facing significant challenges.

China’s gig economy employs over 12 million delivery workers who often face precarious conditions, with some earning as little as 1 yuan (14 cents) per delivery4.

These workers face significant physical risks, with multiple accidents reported and limited support from employers5, creating an environment where platforms must compete not just on compensation but on working conditions.